the RULER BRAND ARCHETYPE

Also known as: Queen, King, Boss, Role Model, Politician, Aristocrat

The Ruler is driven by a desire to claim and authority through competence and strength. They do so by developing self-discipline, diplomatic, resource allocation and leadership skills.

Ruler Brands sell premium or elite-status products that help clients manage, grow or embody their personal power. Common industries include Luxury Automotive, Watch Manufacturers, Credit Cards/Banking, Luxury and/or elite apparel, High-End Home Security, Government, Entrepreneurship, Celebrity.

RULER BRAND ARCHETYPE CLIENT PSYCHOLOGY

Desire: Claim authority through strength & competence. To lead by example. create a harmonious + mutually prosperous Kingdom (life). 

Motivation/Goal: To feel powerful, to create order and prosperity. 

Motto: “I make things happen.”

Biggest Fear: Chaos, loss of control, defeat. 

Strategy: To exercise power, develop discipline, skills & self-reliance, utilize resources + influence others.

Weakness:  Authoritarianism, inability to listen or delegate, rigidity, being out-of-touch with reality.

Strengths: Leadership, Assertiveness, Responsibility, Personal Autonomy, Delegation. 

SHADOW SIDE:

SHADOW QUALITIES: High control needs

PRONE TO ADDICTION: Control/Codependence

RULER BRAND ARCHETYPE INDUSTRIES:

Automotive (Luxury), Watch Manufacturers, Credit Cards/Banking, Luxury Hotels/Restaurants, Luxury and/or Elite Business Clothing + Apparel, Architecture/Interior Design, High-End Home Security, Business Management, Organization + Consulting, Entrepreneurship, Government, Celebrity

RULER BRAND ARCHETYPE PROMISE:

• Sell elite/high-status products used by powerful people to enhance, manage or embody their power.
• Sell products that help people be more organized, productive + successful.
• Offer lifetime guarantees and/or premium, customized customer service. 
• Sell services/products offering technical assistance, insider information or knowledge to help customers maintain/enhance power

PRICE POINT:

Mid-High

CUSTOMER FEELS: 

Awe, Admiration: “If I follow this leader, I will share their success” --- Status, power: “I deserve the best.” 

DIFFERENTIATING FACTOR: 

Stand out from the crowd/everyday man brands. Protected and elevated above the chaos of normal life.  

RULER BRAND ARCHETYPE EXAMPLES: 

CORPORATE/POPULAR: The White House, Rolex, American Express, Louis Vuitton, Mercedes, Rolls Royce, Grey Goose, Express VPN, Chanel Limited, Hermès, Dior, Prada, IWC Schaffhausen, Dom Pérignon, MacCallan, The Four Seasons

MYTHOLOGICAL: Zeus/Jupiter [Greco-Roman], God [Christianity], Odin [Norse], Amun [Egyptian], Mufasa/Simba [the Lion King],  Daenerys [Game of Thrones], King Arthur, Aragorn [Lord of the Rings],  T’Challa [Black Panther], Maximus [Gladiator], Woody [Toy Story]

PERSONAL BRANDS: Cleopatra, Nefretiti, Catherine the Great, King George VI, Queen Elisabeth, Kate Middleton, Jackie Kennedy, Anna Wintour, Grace Kelly, Paris Hilton, Amal Clooney, Margaret Thatcher, Winston Churchill, George Washington, Ernest Shackleton, Marie Antoinette